Connecting with your audience during COVID-19

Be it through Zoom staff meetings, video trivia or virtual happy hours, MKR is staying connected as we all stay at home.

Finding meaningful ways to stay in touch will get us all through these isolating times. It’s that desire for real, human connection that led MKR to bring our client and their customers closer than ever.

Michelob Golden Light is a premium, cold-filtered draft beer that’s highly popular in Minnesota. In the absence of open bars during quarantine, the brand approached MKR for brand activation ideas to engage with their audiences, who enjoy drinking beer, in the Twin Cities and beyond. In the absence of open bars, the brand approached MKR for brand activation ideas to engage with their audiences in the Twin Cities and beyond.

MKR saw an opportunity to build a sense of community in our socially distant world. We pitched a “couch session” digital concert. A local band would live-stream music to raise money for the U.S. Bartenders’ Guild, Minneapolis / St. Paul Chapter. Customers who tuned in could provide COVID-19 relief to those in the service industry who are out of work.

MKR connected with Minneapolis-based band, Yam Haus, whose music was previously featured in Michelob Golden Light’s 2019 TV spot. The band excitedly agreed to put on an hour-long set to support the cause.

In preparation for the concert, we created Michelob Golden Light branded signage, t-shirts, social assets and on-screen graphics. We coached the band on talking points, and hooked them up with some beer to complete the look.

With assets in place, MKR worked directly with Michelob Golden Light and Yam Haus to broadcast the concert across all social channels. Through crossposting, Michelob Golden Light fans received notifications that a live video started from Yam Haus, which increased viewership.

Michelob Golden Light and Yam House fans had a blast. They danced along right from their living room — and they donated generously to the U.S. Bartenders’ Guild, Minneapolis / St. Paul Chapter.

Create a sense of normalcy for your customers, and you’ll connect like never before. If you need help conceiving and executing projects in this new marketing landscape, reach out to MKR. We’d love to talk to you.